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Never Use Futura
ISBN: 9781616895723
(PB - E)
€
ItÆs everywhere, including the moon (on the commemorative plaque left by Apollo 11 astronauts), Nike sneakers, Barbara Kruger, Ed Ruscha, and Jenny Holzer artworks, 2001: A Space Odyssey credits, DominoÆs Pizza boxes, Absolut Vodka bottles, and Red Bull cans. Richard Nixon used it for his presidential campaign, as did Hillary Clinton. Indeed, Futura is one of the most-used fonts in the world todayùthe typeface of modern designùmore so even than Helvetica. This fascinating book explores the cultural history and uses of a face thatÆs so common you might not notice, until you start looking, then canÆt escape it. Douglas Thomas traces Futura from its Bauhaus-inspired origin in Paul RennerÆs 1924 design, to its current role as the go-to choice for corporate work, logos, motion pictures, and advertisements. Never Use Futura is illuminating, sometimes playful, reading, not just for type nerds, but for anyone interested in how typefaces are used, take on meaning, and become a language of their own.
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